logo share us



Definition: Positioning is a product marketing method for creating the perception of a product, brand, or company identity.
The term was coined by Trout and Ries in 1969, arguing that "... P is not what you do to a product. P is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the potential buyer".
Since that time marketers try to create an image or identity for a product, brand, or company in the perception of the target market.
The basis of a P can be either:
- Functional (solving problems, providing benefits)
- Symbolic (self-image enhancement, ego identification, etc.)
- Experiental (sensory or cognitive stimulation).


Learn more about Positioning.

More on product management: B2B Products, Perceptual Mapping, Planned Obsolescence, Product, Product Development, more on product management...

You may also like: Full-time MBA, Executive MBA, Executive Education, Online MBA.

MBA Brief offers concise, yet precise definitions of concepts, methods and models as taught in a study Master of Business Administration.

We like to keep things short, and provide links to learn more about your subject.

add us to your desktop

Add MBA Brief to your desktop / iPad


© 2024 MBA Brief - Last updated: 28-5-2024  -  Privacy   |   Terms